42
Do handheld IFE systems still matter?
The first handheld in-flight entertainment device debuted in 2003, a product of baggage handler Bill Boyer, and experienced rapid adoption in the low cost and regional airline markets. But in a changing in-flight world of fibre optic systems, connectivity, and passenger devices, does a handheld in-flight entertainment solution still matter?
digEcor, a leading provider of handheld devices, launched its newest device, the digEplayer L7, last summer. Since that time, airlines such as United Airlines, Gulf Air, Wataniya Airways, Sun Country, Jet Time, and Thomas Cook Belgium have adopted the device (with rumours of more to follow). digEcor Marketing Director Adam Williams responded: “So yeah, handhelds still matter.” Key factors in the recent uptake in devices include aircraft and fleet aging, the reliability and ease of maintenance and low cost. Announcing an upgrade from the digEplayer XT to the L7, Sun Country Vice President of Marketing and Sales said: “The success of the Sun Country’s digEplayer program over the last eight months and the exceptional features of digEplayer L7 led to the decision to upgrade and expand the program. For example, the touch screen technology, easy- to-use functionality and long battery life played a role in making the L7 the optimal choice for Sun Country and our passengers. This featured device enhances our world-class service which differentiates us from the competition.”
The iPad Chat
“I love the iPad question,” remarked Williams. “Frankly, Apple has brought a lot of attention and adoption to the handheld market terrestrially which in turn, makes a handheld inflight solution seem more natural to consumers and businesses. Though as with any solution, there are both pros and cons to using an off-the- shelf solution. The iPad brings a lot to the table, but ultimately, it's designed for use on the ground.” Typical arguments against the iPad include the lack of
DO-160 compliance, short battery life and Hollywood’s disapproval of the device for early window content. “I have had discussions where those points are written off as if they are irrelevant. And any given issue in and of itself may not be
a deal breaker, but when you aggregate them, then the difference is significant, at least to an airline,” commented Williams. “Let's take logistics and in-flight use as an example. The iPad: • Lacks a kickstand making it difficult to use inflight without the additional cost and weight of a case
• The iPad breaks easily (Apple removed a layer of screen protection in the iPad 2 to make it thinner)
• Modifications to the device (both hardware and firmware) void the warranty
• Built-in battery means the player is out of service while being charged
• New batteries cost $107 and the entire device has to be sent to Apple for a battery replacement
That's just a short beginning to a long list that in total, sum to a really cool consumer device that is ill-equipped to meet the demands of airlines and in-flight use as an airline provided solution.”
Yeah, but can an airline make money with the program? “I have heard nay-sayers, both vendors and airlines, hastily dispose of the notion of ancillary revenue from in-flight entertainment as if it’s an unwanted disease. Though, I’ll let the data speak for itself,” said Williams. digEcor reports that several airline partners are able to either off-set the cost of the program or even turn a profit with the service. “With years of experience, we have structured money-generating programs. Last
year, we also announced
the launch of a new in-flight shopping brand, Mill Creek Shoppe, that allows airlines to have a curated list of products
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178